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Marketers are aware that integrating technologies is just as important as acquiring the right ones. When evaluating new tools to invest in, nearly half of respondents said it was critical for them to be able to fully integrate the new with the old. This makes sense when one considers that 40% of respondents’ workflows weren’t as efficient as they needed to be because technologies they used didn’t work in tandem and that 31% and 28% lost time and accuracy to data integration issues, respectively.
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There are two discussions going on right now: the debate over single source vs. best of breed, and if the latter, the issues with integration. As Adobe will attest, the cloud should be the centerpiece for cooperative workflows.